9 Facebook Messfehler der letzten 8 Monate.

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9 Facebook Messfehler der letzten 8 Monate.

TLDR: Stellen sie sich vor: Sie arbeiten in einem Wirtschaftsunternehmen, das niemand, tatsächlich niemand, unabhängig kontrollieren kann. Wenn Ihre Mess-Systeme Fehler auf Fehler produzieren würden, warum auch immer, welcher Fehler wäre Ihr liebster? 80%, oder 33%, 20%,  35%, 8%, 30%… immer zu eigenen Gunsten? Hier eine Fehlerliste der Kollegen von Marketing Land. Wer seine Online-Mediadaten schon in eigenen Systemen kontrolliert, muss sich mit ihr nicht beschäftigen. Allen anderen wünschen wir viel Erfolg beim Hütchenspiel – mit diesen und anderen Online-KPI.

mistake

1. Fehler: Average watch time of Facebook page videos

Effekt:
Durchschnittliche Sehdauer der Facebbok Videos 60 bis 80 % zu hoch.
Gemeldet:
September 2016, revealed by The Wall Street Journal and addressed by Facebook the next day.
Fehler:
Facebook calculated the average time people spent watching a video by dividing the cumulative time spent watching it by the number of views. But it only counted views that lasted at least three seconds, which set an artificial minimum for the measurement.
Korrektur:
erfolgt.

2. Fehler: Organic reach of Facebook Page posts: Teil 1

Effekt:
Durchschnittliche organische Reichweite aller Facebbok Inhalte um 33 bis 55% zu hoch (Quelle: Facebbok)
Gemeldet:
November 2016.
Fehler:
When gauging the total number of people who saw at least one of a Page’s posts organically over a seven-day or 28-day period, Facebook didn’t de-duplicate that audience when reporting a Page’s organic reach in its Page Insights dashboard. In other words, if someone saw a Page’s post on Monday, and then another post from that Page on Tuesday, Facebook counted that person as two people.
Korrektur:
erfolgt.

3. Fehler: Organic reach of Facebook Page posts: Teil 2

Effekt:
Durchschnittliche organische Reichweite aller Facebbok Inhalte um weitere 20% zu hoch.
Gemeldet:
November 2016.
Fehler:
When measuring Page posts’ organic reach, Facebook didn’t consider whether those organic posts actually appeared on someone’s screen.
Korrektur:
angekündigt von Facebook

4. Facebook video ad completion rate

Effekt:
Durchschnittliche Zahl der “Video Completes”  (“100% Views” = Ansicht der letzten Videosekunden, auch nach Skipping) um ca 35% zu niedrig.
Gemeldet:
November 2016.
Fehler:
Sometimes Facebook streams a video ad for “a fraction of a second” longer or shorter than the video’s actual length because the video’s visual and audio don’t line up, leading it to mis-time when the end of a video has been watched.
Korrektur:
erfolgt – in wessen Interesse?

5.  Average time spent on Facebook Instant Articles

Effekt:
Durchschnittliche Sehdauer der Instant Articles um ca 8% zu hoch.
Gemeldet:
November 2016.
Fehler:
Facebook was supposed to calculate the amount of time people spent reading an Instant Article by dividing the total time an Instant Article’s entire audience spent reading by the total number of times the Instant Article was opened. But it didn’t. Instead it took an average from a histogram it made plotting time spent.
Korrektur:
erfolgt

6.  Referral traffic from Facebook to websites & mobile apps

Effekt:
Link Klicks (Referrals) aus Facebook zu mobilen Apps und Websites um 30% zu hoch.
Gemeldet:
November 2016.
Fehler:
The “referrals” metric in Facebook’s Analytics for Apps — an analytics tool Facebook offers for third-party mobile apps and websites — was supposed to report how many times people clicked on a Facebook post to open a business’s mobile app or visit its website. It was supposed to report only that number. But it didn’t. Given that those posts linking to a business’s mobile app or site could also include a Facebook-native photo or video, Facebook incorrectly counted clicks on those photos or videos as referral clicks, even though these clicks didn’t send anyone to the business’s app or site but only enlarged the photo or video.
Korrektur:
angekündigt

7. Fehler: Like, Share and Comment Counts for Off-Facebook Links

Effekt:
FB-interne Messdifferenzen  nicht quantifizierbar
Gemeldet:
Discovered & confirmed December 2016.
Fehler:
Facebook’s Graph API can report the total number of engagements (shares, likes and comments) a link received on or off Facebook, including when people paste the link into a Facebook status update and when they click the Facebook like button embedded on the link’s actual web page. Facebook’s mobile search results can report a subset of the Graph API total, specifically the number of shares and comments on Facebook. But sometimes the mobile search number is larger than the Graph API number, which should never be the case.
Korrektur:
n
ein

8. Reaction Breakdowns of Facebook Page Live Videos

Effekt:
“Reactions on post” 500 % zu niedrig, “Reactions on post” 25% zu hoch.
Gemeldet:
December 2016.
Fehler:
Facebook’s Page Insights dashboard breaks down the number of “reactions” a Page’s Live video generated by whether the reactions happened while people were watching the live stream — “reactions on post” — or whether they were received on others’ posts that included the Live video — “reaction on shares” — such as when someone shares, or Facebook-retweeted, a Page’s Live video post to their friends and those friends clicked the like/reaction button on the friend’s post after the live stream had already ended.

The “reactions on post” number was supposed to only measure one reaction per individual live viewer, and it did. But people may react multiple times to a live video, such as by clicking “haha” each time the stream makes them laugh. Facebook incorrectly included those extra reactions to the “reactions on shares” figure, even though they weren’t reactions on shared posts.
Korrektur:
erfolgt

9 Fehler. Video Carousel Ad Link Clicks

Effekt:
Irrtümliche Berechung gebuchter Clicks auf 0,04% aller Inpressions.
Gemeldet:
May 2017
Fehler:
For a year, Facebook mischarged some advertisers for clicks on video carousel ads. Facebook was only supposed to bill these advertisers when people clicked on a link to the advertiser’s site, but it mistakenly also charged them when smartphone users on Facebook’s mobile site clicked to play the video at full screen.
Korrektur:
erfolgt

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